How popular are retail locations when online shopping is so convenient? With online shopping at our fingertips and next-day delivery becoming the norm, it’s easy to assume that retail locations are on the decline. However, the latest data tells a different story, particularly when it comes to younger consumers. Retail locations are not only surviving, they’re thriving, especially among Gen Z shoppers.
This is a welcome trend for commercial property owners and business leaders in areas like Parkersburg and Vienna, West Virginia. The heightened demand for physical retail experiences presents an opportunity for leasing space, investing in retail development, and improving the customer experience. In this article, the PM Company shares some tips on organizing your retail real estate to appeal to this new generation of shoppers.
Gen Z Still Loves Brick-and-Mortar Stores
Gen Z—those born between the mid-1990s and early 2010s—has grown up with smartphones, social media, and same-day shipping. But despite being digital natives, they’ve shown a clear preference for in-person shopping. According to a 2024 report from Adyen, nearly 75% of Gen Z consumers shop in physical stores at least once a week. That’s a higher percentage than any other generation.
Why? Gen Z sees shopping as more than just buying stuff—it’s about experience. They enjoy the ability to browse, touch, test, and try on products before making a purchase. Physical retail offers instant gratification and the social elements that online platforms can’t provide.
A separate report from Merkle echoes this finding: 81% of Gen Z shoppers prefer in-person retail to online shopping, citing reasons like the ability to see items firsthand, engage with store associates, and enjoy the atmosphere of a well-designed retail space.
The Rise of “Phygital” Shopping
To better appeal to Gen Z, many brands are blurring the lines between digital and physical retail. This “phygital” approach includes features like mobile payment integration, digital loyalty programs, in-store QR codes, and even augmented reality try-on tools. The result? Stores that feel interactive and high-tech, without sacrificing the tactile benefits of in-person shopping.
Retailers that combine the best of both worlds are winning with this generation. For example, beauty and luxury brands are especially successful at creating immersive in-store experiences, reinforcing brand loyalty. Pop-ups, community events, and influencer-led activations are all part of the strategy to bring young consumers into brick-and-mortar locations.
What This Means for Commercial Real Estate
If you’re a business owner or investor in commercial property, this resurgence of retail interest opens the door to new possibilities. Retail space is not dying—it’s evolving. And in cities like Parkersburg and Vienna, that evolution includes opportunities to:
- Attract national and regional retailers that want to establish a local brick-and-mortar presence
- Support local businesses looking for vibrant, walkable storefronts
- Renovate or repurpose outdated strip malls or office spaces into experience-driven retail hubs
- Offer flexible lease terms to pop-ups or short-term tenants, catering to Gen Z trends
The PM Company is already helping clients capitalize on these shifts by providing commercial properties that are accessible, adaptable, and aligned with modern consumer behavior.
Location Still Matters
While online shopping offers convenience, location remains a key driver of foot traffic and business success. Retail sites located near colleges, schools, parks, and busy intersections are particularly appealing to Gen Z consumers, who typically prioritize convenience, community, and walkability.
In smaller cities and towns, retail spaces that feel authentic, local, and connected to the community often outperform generic shopping experiences. Young consumers aren’t just looking for transactions—they’re looking for vibes. That means the layout, signage, atmosphere, and surrounding businesses all play a role in a store’s success.
Community Connection Drives Retail Loyalty
One key element driving the return to retail locations is community engagement. Gen Z is more likely to support brands and stores that reflect their values, give back locally, and offer an inclusive, personalized experience. Retail businesses that cultivate authentic connections with their local communities gain a considerable advantage. This can be achieved through hosting events, partnering with local artists, implementing sustainable practices, and engaging in social impact initiatives.
For landlords and property managers, this means curating tenant mixes that support these values. A blend of national brands and locally owned businesses can create a balanced ecosystem that appeals to Gen Z’s desire for authenticity while providing the reliability they expect.
The Long-Term Value of In-Person Shopping
In-person shopping doesn’t just offer sensory benefits—it builds brand trust. Consumers are far more likely to develop long-term loyalty to brands they’ve interacted with face-to-face. Gen Z shoppers in particular want to know the story behind the product, meet the makers, and be part of a brand’s lifestyle, not just its merchandise.
Retail locations allow for storytelling in ways that websites and social media can’t fully replicate. Whether through curated displays, hands-on demos, or knowledgeable staff, physical stores allow brands to engage meaningfully and build relationships that last beyond a single purchase.
Retail space isn’t just about inventory—it’s about identity. And for Gen Z, identity is everything.
Tips for Making the Most of Retail Real Estate in 2025
If you own or manage retail space, or are considering an investment, here are a few ways to align with current retail trends:
- Invest in Flexibility – Modular layouts, shared spaces, and pop-up options allow for agile leasing and fresh tenant rotations.
- Support Experience-Oriented Tenants – Look for tenants who bring energy to the space through events, workshops, or interactive displays.
- Upgrade Tech Infrastructure – Your property should support modern technology such as fast, reliable Wi-Fi, contactless payment options, and digital signage.
- Prioritize Walkability and Accessibility – Clean sidewalks, good lighting, and visible entrances matter, especially to younger shoppers.
- Think Mixed-Use – Consider integrating retail with residential or office space to create dynamic, live-work-play environments.
Contact The PM Company Today
The numbers don’t lie. Despite the prevalence of the digital economy, physical retail stores still attract significant interest, especially from Generation Z consumers. This generation wants convenience, but they also want to make a connection. Physical stores meet those needs in ways e-commerce simply can’t.
That’s why The PM Company continues to invest in and support commercial spaces that foster these in-person experiences. Whether you’re a retailer looking for your next storefront or a property owner hoping to revitalize your retail space, we’re here to help you navigate what’s next.
Looking to lease or invest in retail space in Parkersburg or Vienna? Contact The PM Company today to explore available properties and unlock new opportunities in a resurging retail landscape.
